DIGITAL TRENDS IN MARKETING LOGISTICS IMPLEMENTATION
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Abstract
The article discusses the topic of digital logistics and marketing trends that are relevant in modern economic conditions for the effective promotion of goods and services to the market. The results of a comparative study of the main indicators of the volume of services provided by organizations carrying out logistics and forwarding activities of the Republic of Belarus for 2017-2021 are presented. Factors and reasons are highlighted that have a negative impact on the dynamics of balanced development in the context of sanctions pressure and the severance of ties with European countries and the Baltic states. Digital marketing and logistics tools are presented to improve the efficiency of the promotion of goods and services to the market. The author's definition of marketing logistics and interrelation of distribution logistics with sales activities of enterprises is given. Based on the analysis of the volume of services provided by organizations carrying out logistics and transportation and expeditionary activities, problems related to the insufficiently effective use of information and communication technologies of enterprises of the shoe industry of the Republic of Belarus were identified. The trend of omnichannel distribution of products is proposed, as improving the application of digitalization of marketing logistics, at the shoe enterprise SOOO Belvest, taking into account the developed gate map.
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References
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